Syllabus Content (weekly schedule follows)

FOR MY COLLEAGUES TEACHING PR Northwestern University Introduction to Public Relations Strategies and Tactics IMC Winter 2012 Classroom MTC 3-127 Instructor: Professor Clarke L. Caywood, Ph.D. Department of Integrated Marketing Communications, Medill, Northwestern Contact Information: Office Hours: Mondays and Wednesdays winter quarter, McCormick Tribune Center, 1870 S. Campus Dr. Evanston, Room 3-111 (Fish Bowl) 12-2 p.m. and Mondays and Wednesdays 2-4 p.m. (same room). Cell phone 8473720462. Email: c-caywood@northwestern.edu. Mailbox McCormick Tribune Center, 3-147 or Department Assistant Robin Young in room 3-137. Text: The Handbook of Strategic Public Relations & Integrated Marketing Communications, 2nd edition, 2012 McGraw-Hill, New York. Available in Kindle form January 1, 2012 and print form January 27, 2012 on Amazon.com. I will have enough copies at the author’s early rate of $40 vs. $75 with shipping for the hardcover version to offer to you. There will be occasional handouts distributed at no charge to you. Twitter site is PRHandbook2012 for you to tweet about the book subjects and link to other sources. Course Description: Welcome to this class: The following is a summary of the key contribution of integrated public relations (also noted as PR (not p.r.) as written about in your new course book. Public relations practitioners have continued their efforts to build strong leadership for businesses and other complex organizations. These continued efforts to integrate at several levels of business, organizations and society will create more integrated management processes, protecting and preserving the reputation of the organization and its stakeholders. In the past decade, public relations has moved beyond its self-defined role of simply building mutual “relations” to integrating, managing and sustaining relationships between organizations, other organizations and its publics or stakeholders. One definition of public relations is “the profitable integration of an organization’s new and continuing relationship with stakeholders, including customers, by managing all communications contacts with stakeholders and organizations, which creates and protects the brand and the reputation of the organization.” The big idea that emerges from this book’s collection of authors and the course is that PR provides organizational management a leadership opportunity to integrate relationships both inside and outside their organization, using a wide range of management strategies and tactics, including communications. Of all the functions of management, PR has the broadest reach, appealing to the greatest number of audiences or stakeholder groups and individuals. PR is naturally focused on communications as its strategic advantage and knowledge base. Because of what we are presently calling social media, the field of communications has exploded. PR has gained the greatest management ownership and understanding of the use of these applications. Reputation management is under the wing of public relations. Most advanced authors in this field have the idea that integration is more than a simple (although useful) combination of the tactics of advertising, promotions, direct marketing, events and marketing public relations. The growth of integrated marketing communications (IMC) as a practical field was based on the initial value of this useful combination of communication tactics evolving into a more comprehensive strategy. However, what is still missing from the general teaching and understanding of IMC is a broader understanding of the importance of comprehensive integration and why public relations is the ideal professional field to guide and lead integration. First, PR will lead corporations and other organizations on several levels, including the integration of relationships with various stakeholders, the integration of corporate and organizational structures, the integration with industry and competitive groups, and finally, the integration with global society. The integration of complex organizations demonstrates the range of leadership that public relations professionals can offer, from a macro level of interaction with society to a more micro level with individual stakeholders. This range of relationship building and management is what is ultimately appealing to many professionals in the field, with a broader view of the ultimate role of individuals and organizations (drawn from the Handbook, chapter 1). Class objectives for students and faculty: There are several practical objectives for this course. 1. To help you consider a career in public relations, 2. To understand how to employ the power of public relations in an organization and teams that you will lead, 3. To apply your knowledge of the unique functions of public relations in your volunteer and professional work life, 4. To broaden your focus on communicating with a wider range of stakeholders, 5. To understand how public relations research, including practical artificial intelligence and tracking systems, will help you to manage organizations, 6. To know how public relations and communications are applied to a wide range of industries, government and NGOs, 7. To use communication tactics including writing, speechwriting, speaking, storytelling, social media and traditional media as a competitive advantage in leading an organization. Learning Goals and Methods This course has been developed to maximize the use of the ideas and materials developed by top professionals in the field of public relations for readers and audiences. Based on your reading and thinking about the chapters together we will - 1. Learn to outline and discuss the authors’ key ideas or “take-aways” in the context of our knowledge and developing strength in the subject. 2. Learn to add our personal insights and experience to the chapters and videos using current events from professional PR and related industry sources including blogs. 3. Learn and prepare to engage several of the authors personally in a discussion of their ideas and your interpretation of their ideas. 4. Teach a specific topic in public relations by preparing with small teams of peer students an interpretation of the challenges facing organizations and the use of PR to face those challenges. 5. Work as a team in class on a communications based management issue. Evaluation and Course Requirements Class participation attendance, Tweet, participation, peer evaluation 30% Chapter Case analyses (selected short papers) 40% Seminar Style Contribution Group project written reports February 20, 22, 27, 29 20% Presentations with outlines February 20, 22, 27, 29 10% Total points available 100% Extra credit for answering 8 chapter questions 10% Final grade scale A 94-100 A- 90-93 B+ 87-89 B 83-86 B- 80-82 C+ 77-79 C 73-76 C- 70-72 D+ 67-69 D 63-66 D- 60-62 F 0-60 Class participation We all believe we know how to contribute to a class, but it might be useful to remember the following ideas. Effective class comments may 1. Address questions raised by others in class, in the readings or the media, 2. Cite material from this and other courses, 3. Draw on your real-world experiences and observations, 4. Pose new questions to the class, and 5. Advance the discussion. Twitter Students will have the opportunity to tweet relevant news articles via Twitter PRHandbook2012 (password pr/imc306) for credit and to elaborate on their relevance in class. Please read each other’s tweets. See resources of Chapter 54 Global Public Relations Networks: The Efficacy and Role of Membership Organizations in Public Relations 837 Gerard E Corbett, APR, Fellow PRSA, Founder and Chief Executive Officer, Redphlag LLC, and Chairman and President of the Public Relations Society of America, 2012 Peer Evaluation After submitting a group project, students will complete peer evaluation forms to assess the contribution of each group member. In addition to being used for a portion of the class participation grade, each student will also give constructive developmental feedback to their teammates. All constructive comments will be shared for mutual improvement. Written Assignments Four individual brief case analyses 40% (10 points each) The objective of the four short cases is to ask you to “internalize” the real life examples crafted by the industry chapter authors. Your more detailed knowledge, analysis and summary of the examples should provide you with an answer to a manager’s question – “Can you give me an example where that worked?” All cases must be submitted via Blackboard by noon the day they are due. For each case you will submit a 1 page response - double spaced, 1-inch margins, and 12-point font. As part of the challenge you will ask a classmate to read the case and create a tweet (<=140 characters) to include and post with each case. Small group project (20% report plus 10% presentation) In the 4th week of class you will form a group that will construct a PR case study. The case will be more than an example. It will help you set the scene for a group of managers facing a stakeholder challenge (not necessarily a crisis). We will discuss the elements of a case to help you write one. Your assignment will be to choose an event that an organization has faced and analyze the event using the frameworks from class. A 2-page outline and working plan for your project is due on February 6. Your written report (approximately 10 pages total) due on the day of your presentation at noon will include an abstract, description of the situation, company background, and a clearly identified public relations challenge. You will have a detailed set of references and on-line for the case study. A “trainer note” with discussion questions will be included to offer ways to utilize the case study for learning. It should incorporate class concepts and theories to the PR challenges the organization faces. Each group will create a 30 minute presentation (no more than 20 slides) for the presentations with time for questions and discussion. Also prepare a tweet about the case for the day of the presentation. Extra Credit (10%) for answering chapter questions If you have the time and inclination please consider drafting approximately eight 40-50 word answers to 8 questions posed at the end of 4 selected chapters by “signing-up” for the questions and chapters to avoid duplication. University, school and class policies Mobile Devices Since this class is about PR and communications it is logical to allow mobile devices including laptops in class. Faculty in IMC have discussed that your use should be for relevant materials from Blackboard, fact checking websites and the class hash site. It is also reasonable and respectful not to use the devices while a guest speaker is talking. Please turn off your cell phone in class. We will take a cell phone break about half-way through the class. Attendance The course has been designed with you in mind. The use of social media, guest speakers and your group activities depend on your participation. If you cannot attend a class, please email me in advance of the class. Also let your class team members know that you won’t be in class as a courtesy to them if they are called upon for a contribution. Grading Similar to real organizations, written assignments and in-class assignments will be graded using the following written and oral framework: 1) Clarity – well written and easily understood. Written for the eye and/or ear. Contains the elements of an important “sound bite” or quote. 2) Completeness – well researched, cited and documented. Use relevant links and information from class readings. Provide accurate citations especially from the web. 3) Conciseness – intelligent and pithy for a busy student, manager and reader. If you want to provide lengthy support for your statements, add an appendix. 4) Creative – use your insight to the reader and the sender to create a behavioral changing message. 5) Correctness - including grammatically correct. Grade Appeals Naturally, the formal grade appeal policy of NU and Medill are followed but, if you wish to appeal a particular assignment, I am always open to discussion. If possible, after receiving a grade for an assignment, please make an appointment for a meeting with me during the office hours before or after the next class. Please bring to our meeting your reasons for the appeal in the form of marginal notes on the assignment or in a short memo. Early, on-time and late assignments Carefully labeled assignments may be submitted early. Most assignments (as noted) are due at the beginning of the class. Again, similar class rules in IMC suggest that assignments submitted late should be graded down 20% for each day they are late. Feedback about the course - Surveys and CTECs Having been a student myself, I welcome your course comments. You will be asked for comments several times during the course including in a three week survey and the final CTECs given in class. All comments are confidential but, if you wish to share your insights directly with me, please feel free to make an appointment. Acknowledgements Recently there has been a willingness to share ideas, learning goals, student insights and positive feedback within the University and Department. I acknowledge the specific contributions to the course of my colleagues George Harmon, Nancy Hobor, Hud Englehart, Dan Gruber and Susie Calkins. Medill Integrity Code All students are required to adhere to the Medill Integrity Code http://www.medill.northwestern.edu/WorkArea/downloadasset.aspx?id=64317 as well as Northwestern University’s academic integrity policies (if links don’t connect copy them to a search) http://www.northwestern.edu/provost/students/integrity/index.html. Academic dishonesty can result in penalties ranging from letters of warning to dismissal from the university. Instructors may give a failing grade in a course for academic dishonesty. It is also university policy that instructors can require students to submit their work electronically to be analyzed for possible plagiarism. Provisions for Students with Disabilities Northwestern University works to provide a learning environment for students with disabilities that affords equal access and reasonable accommodation. Any student who has a documented disability and needs accommodations for classes and/or course work is requested to speak directly to the Office of Services for Students with Disabilities (847) 467-5530) and the instructor as early as possible in the quarter (preferably within the first two weeks of class). All discussions will remain confidential. Accommodations can be made by instructors once OSSD has met with the student and verified the disability.

Course syllabus using new Handbook

Course Calendar The course begins the first Tuesday (only Tuesday class) January 3Th 2012 (not the first Monday January 2nd) and first Wednesday January 4th. The class ends on Wednesday March 7, 2012. Naturally, there may be a speaker change depending on their schedule changes. Class Week/Day Class Dates Class Topic: Brief learning objectives in statement or question form Assignments: Please read chapters and watch video in advance of class Week1/ Day2 Start on Tues and Weds. Jan 3 and 4th Who are you? What do you like to read? What are your volunteer passions? What communications, social science courses have you taken? What internship or summer work experience do you have? Are you interested in business, government, NGO’s, politics? What do you expect this course to be? What is PR/IMC? Compare the definition of the field of PR in the context of IMC. What are the distinct policy, strategic and tactical elements of PR? Why is it important? Why is it attacked by other professions? What are stakeholders? Read for Wednesday Jan. 4 Chapter 1 Twenty-First Century Public Relations: The Strategic Stages of Integrated Marketing Communications 3 Clarke Caywood, Ph.D., Chapter 7 The Stakeholder Concept: Empowering Public Relations 121 Clarke Caywood, Ph.D., Optional Forward—The Importance of Public Relations xix Al Golin Chairman and Founder, Golin/Harris Week2/ Mon. Jan 9 PR/IMC is a research-based management field. Your knowledge of social science research and hard science research can be useful to form unique PR questions. The new discipline of media tracking using advanced content analysis software is a competitive advantage and a strong career opportunity. Chapter 3 Communications Research: Dynamic Digital Methods 37 Clarke Caywood Optional (especially if you have taken a social science class) Chapter 2 Communications Research: Foundational Methods page 13 Anders Gronstedt, Ph.D., Chief Executive Officer, The Gronstedt Group Clarke Caywood, 2/Wed Jan 11 Paper 1 due PR/IMC communication skills. It is hard to secure an entry or even advanced post in PR without knowing how to communicate effectively. Communications includes short and long form writing, speech-writing and speaking. It also includes being able to tell a useful story in a clear and memorable manner. Since employers report they are unimpressed with the communication skills of new graduates, this is your competitive advantage at NU Chapter 50 Writing for Your Audience Matters More than Ever775 George Harmon, Professor Emeritus, Medill School of Journalism, Northwestern University. Chapter 51Storytelling: All Stories are True 791 Emma Caywood, MLIS, Storyteller and Storytelling Consultant Optional Read Chapter 49 Writing for the Ear: The Challenge of Effective Speechwriting 761 Lee W Huebner, Ph.D., Professor, George Washington University, and former Publisher and CEO, International Herald Tribune or, 3/Monday MLK Day No class Jan 16 No PR class, but please attend campus seminars on Martin Luther King. They will be events worth remembering. No class 3/Wed Jan 18 Paper 2 due, Class survey PR/IMC is stakeholder based. This is a key concept in PR that distinguishes it from other professions. We begin with the employee to make an important point that today the employee may be the key stakeholder. PR has become an increasingly transparent, digital and valued element in IMC. Labeled MPR, the field has built a reputation of helping promote and sell products, services, and personalities as using “free”, social or earned press. Chapter 8 The Key Stakeholders: Your Employees 131 Keith Burton, President, Insidedge Chapter 10 Marketing Public Relations: Cementing the Brand 161 Patricia T Whalen, Ph.D., APR, Optional: Chapter 9 Consumer Insight in a Digital Age 145 Geraldine Henderson, Ph.D., Associate Professor, School of Business, Rutgers U. 4/Mon Jan 23 The investor, Wall Street and regulators are still crucial stakeholders. You don’t need a degree in finance to communicate with the buy and sell side. You do need to be willing to “reach for the numbers”. All students should read chapter 11. One-half the class should read chapter 12 and other half (to be identified) should read chapter 23. Chapter 11 Investor Relations for Shareholder Value: Communicating With the Market 173 Nancy Hobor, Ph.D., Senior Lecturer, NU and Retired Senior Vice President, Communications and Investor Relations, Grainger Optional Chapters 12 Mergers and Acquisitions: Communicating Between the Lines187 Joele Frank, Founder and Managing Partner, Joele Frank, Wilkinson Brimmer Katcher and Chapter 23 Corporate Governance: Operating as an Open Book 363 Ted McDougal, Founder and Principal, Jacobs and McDougal, and Kurt P. Stocker, Director, New York Stock Exchange Regulation, Inc. and Former Chief Communications Officer, Continental Bank 4/Wed Jan 25 Giving and working together. Donor and recipient communications. Social media are wildly crucial, but then database communications was always key. Careers in corporations giving away money are tough to find, but there are thousands of NGOs (non-governmental organizations) that need your help. A career in an NGO gives you a lot of responsibility. Chapter 13 Charities and Corporate Philanthropy: Giving Back 199 John A. Koten, Founding Director of Arthur W Page Society, former Vice President, Corporate Communications, Ameritech and Chapter 18 Non-Governmental Organizations: Solving Society's Problems 389 Ray Boyer, Communication Consultant and Owner, Boyer Media and Governor Scott McCallum, CEO, Aidmatrix Foundation 5/Mon Jan 30 Paper 3 due Create Groups Government - It’s not called PR in government. Why? Some of the best communication challenges come in an organization mandated to communicate with the public. Political or government communications; is there a difference? Chapter 14 Government Public Information: Portal to the Public 215 Brent Baker, Rear Admiral (Ret.) ,Dean Emeritus, College of Communication, BU. Optional: Chapter 19 Associations: A Strong Voice 311Richard L. Hanneman, President, Salt Institute 1986-2010 MONDAY Feb 6 Media: Traditional and Newer channels are all around us in PR. The longest standing source of PR practitioners is former journalists. While journalism is not dead; some of the channels are severely threatened in the U.S. You need to combine all you know about social media and media all the time to be able to even stay in this field. Your next employee simply expects you to be an expert. Chapter 16 Digital Communities: Social Media in Action 257 Richard Edelman, President and CEO, Edelman Robert Holdheim, Managing Director for India, Mark Hass, President of Edelman China, Phil Gomes, Senior Vice President, Digital Integration,, Steve Rubel, Executive Vice President, Global Strategy and Insights Chapter 17 Global Media Relations: Traditional Through 2.0 275 Matthew P. Gonring, Vice President, Corporate Communications, Jackson National Life Insurance Company Optional, Chapter 15 Broadcast Media as Broadcast Public Relations 243 Tim Larson, Ph.D., Associate Professor, Department of Communication, University of Utah and Adjunct Craig Wirth WEDNES Feb 1 Two page outline from group due Issues Management and Lobbying rely on your ability to plan for the future. Unlike other professions, PR demands you examine trends in the near 3-5 years and longer term range (6-20 years) for management challenges. Working in and with government is one of the organizational dynamics. Chapter 21 Issues Management Methods for Reputational Management 335 James E. Arnold, APR, Chief Executive Officer, Arnold Consulting Group and Raymond P. Ewing, Associate Professor Emeritus, Northwestern University, and former Corporate Communications Director, Allstate Chapter 22 State and Local Government Relations: Guiding Principles 353 L. James Nelson, Public Affairs Consultant 6/Wed Feb 8 Agencies mirror the communication and behavior of corporations. PR agencies are consulting firms of communications and much more. New structures, the strong leadership in social media and the complexity of political, economic, social and global issues make agencies key to your career planning. Read 20 or 25 Chapter 20 Agencies : Managing a Global Communications Firm 323 Ray Kotcher, Chief Executive Officer, Ketchum or Chapter 25 The Chief Executive Officer: The Key Spokesperson 387 John D. Graham, Chairman, Fleishman-Hillard 7/Mon Feb 13 Paper 4 due Crisis Management This is the most visible and too often negative function in PR. Fortunately, unless you consult in the field, crisis management is a small part of your career but a large part of your plan. Chapter 26 Crisis Communications: Brand-New Channels. Same Old Static. 401 Hud Englehart, Managing Partner, Beacon Advisors Inc. and Adjunct Professor, IMC, NU 7/Wed Feb 15 PR/IMC is communications law based. PR is a communications-based field which relies on the courts to defend the freedom of speech of all communicators. Laws regulating communication channels are also important for your protection. A short history of PR will help you to not repeat the mistakes. Political advertising will be used as a contemporary and sometimes extreme example of corporate and political messaging. Chapter 4 Public Relations Law 57 Karla Gower, Ph.D., Professor, Department of Advertising and Public Relations, University of Alabama Read also articles by Caywood et.al. on political advertising for 2012. Optional: Chapter 5 A Brief History of Public Relations: The Unseen Power 71 Scott M. Cutlip, Fellow, PRSA and Brent Baker, Rear Admiral (Ret.) and Dean Emeritus, School of Communication, Boston University 8/Mon Feb 20 Student Team Seminar Presentations/Discussions Student Presentations 8/Wed Feb 22 Student Team Seminar Presentations/Discussions Student Presentations 9/Mon Feb 27 Student Team Seminar Presentations/Discussions Student Presentations 9/Wed Feb 29 Student Team Seminar Presentations/Discussions Student Presentations 10/Mon Mar 5 Your 3-D virtual world. Your next employer will assume you know how to do this. It is rapidly becoming a key tactic that requires practice, practice, practice to manage. Your next meeting may be in a 3-D immersive world! Chapter 53 Immersive 3-D Virtual Worlds: Avatars at Work 825 Anders Gronstedt, Ph.D., CEO, The Gronstedt Group Chapter 55 The Future of Public Relations and Integrated Marketing Communications 853 Clarke Caywood, Ph.D., 10/Wed Mar 7 Take CTECS in class Good luck on your other class examinations! Stay in touch!

Final Table of Contents for December 15 publication of Handbook of Strategic Public Relations and IMC
McGraw-Hill calls it a "monster book". http://amzn.to/rzVzKd to buy it at a substantial discount! Acknowledgments for 56 chapters and 68 authors. There will be video, lecture outline, questions, additional readings. Professional book, trainer's book and textbook!

Clarke Caywood, Ph.D., Professor, Northwestern University

Foreword—The Importance of Public Relations
Al Golin, Chairman and Founder, Golin/Harris

Part 1. Introduction to Public Relations and Integrated Marketing Communications

1. Twenty-First Century Public Relations: The Strategic Stages of Integrated Marketing Communications
Clarke L. Caywood, Ph.D., Professor, Northwestern University
2. Communications Research: Foundational Methods
Anders Gronstedt, Ph.D., Chief Executive Officer, The Gronstedt Group
Clarke L. Caywood, Ph.D., Professor, Northwestern University
3. Communications Research: Dynamic Digital Methods
Clarke L. Caywood, Ph.D., Professor, Northwestern University
4. Public Relations Law
Karla Gower, Ph.D., Professor, Department of Advertising and Public Relations, University of Alabama
5. A Brief History of Public Relations: The Unseen Power
Scott Cutlip, Fellow, PRSA, Professor and Dean Emeritus, University of Georgia (deceased)
Brent Baker, Rear Admiral (Ret.) and Dean Emeritus, School of Communication, Boston University
6. Ethics: Grounding the Promotional Strategies of China’s Tobacco Industry in
Ethics
Cornelius Pratt, Ph.D., Professor, Department of Strategic Communication, Temple University

Part 2. Stakeholder Leadership in Public Relations

7. The Stakeholder Concept: Empowering Public Relations
Clarke L. Caywood, Ph.D., Professor, Northwestern University
8. The Key Stakeholders: Your Employees
Keith Burton, President, Insidedge
9. Consumer Insight in a Digital Age
Geraldine Henderson, Ph.D., Associate Professor, School of Business, Rutgers University
10. Marketing Public Relations: Cementing the Brand
Patricia T. Whalen, Ph.D., APR, Consultant and Educator
11. Investor Relations for Shareholder Value: Communicating With the Market
Nancy Hobor, Ph.D., Senior Lecturer, Northwestern University and Retired Senior Vice President, Communications and Investor Relations, Grainger
12. Mergers and Acquisitions: Communicating Between the Lines
Joele Frank, Founder and Managing Partner, Joele Frank, Wilkinson Brimmer Katcher
13. Charities and Corporate Philanthropy: Giving Back
John A. Koten, Founding Director of Arthur W. Page Society, and former Vice President, Corporate Communications, Ameritech
14. Government Public Information: Portal to the Public
Brent Baker, Rear Admiral (Ret.), and Dean Emeritus, College of Communication, Boston University
15. Broadcast Media as Broadcast Public Relations
Tim Larson, Ph.D., Associate Professor, Department of Communication, University of Utah
Craig Wirth, Adjunct Assistant Professor, Department of Communication, University of Utah
16. Digital Communities: Social Media in Action
Richard Edelman, President and CEO, Edelman
Robert Holdheim, Managing Director for India, Edelman
Mark Hass, President of Edelman China
Phil Gomes, Senior Vice President, Digital Integration, Edelman Digital

Steve Rubel, Executive Vice President, Global Strategy and Insights, Edelman
17. Global Media Relations: Traditional Through 2.0
Matthew P. Gonring, Vice President, Corporate Communications, Jackson National Life Insurance Company
18. Non-Governmental Organizations: Solving Society’s Problems
Ray Boyer, Communication Consultant and Owner, Boyer Media
Governor Scott McCallum, CEO, Aidmatrix Foundation

19. Associations: A Strong Voice
Richard L. Hanneman, President, Salt Institute 1986-2010
20. Agencies : Managing a Global Communications Firm
Ray Kotcher, Senior Partner and Chief Executive Officer, Ketchum
21. Issues Management Methods for Reputational Management
James E. Arnold, APR, Chief Executive Officer, Arnold Consulting Group
Raymond P. Ewing, Associate Professor Emeritus, Northwestern University, and former Corporate Communications Director, Allstate
22. State and Local Government Relations: Guiding Principles
L. James Nelson, Public Affairs Consultant
23. Corporate Governance: Operating as an Open Book
Ted McDougal, Founder and Principal, McDougal & Associates and Senior Counselor, Ketchum
Kurt P. Stocker, Director, New York Stock Exchange Regulation, Inc. and Former Chief Communications Officer, Continental Bank Corporation
24. Career Paths in Public Relations
Jean Cardwell, President, Cardwell Enterprises, Inc.
Dana Rubin, Rubin Creative
25. The Chief Executive Officer: The Key Spokesperson
John D. Graham, Chairman, Fleishman-Hillard International Communications
26. Crisis Communications: Brand-New Channels. Same Old Static.
Hud Englehart, Managing Partner, Beacon Advisors Inc. and Adjunct Professor, Integrated Marketing Communications, Northwestern University.

Part 3. Current and Continuing Issues in Public Relations

27. Sustainability for Business: A New Global Challenge
Charlene Lake, Senior Vice President, Public Affairs, and Chief Sustainability Officer, AT&T
Tony Calandro, Senior Vice President and Partner, VOX Global
28. Environmental Communications: A Matter of Relationships, Trust and Planning
Susan Croce Kelly, APR, President, Kirkpatrick International, Inc.
29. Relationship Transformation: Shifting Media Boundaries
Kevin Clark, President and Founder, Content Evolution LLC and Director, Emeritus, Brand and Values Experience, IBM Corporation

30. Reputation Management: Building and Maintaining Reputation through Communications
Craig E. Carroll, Ph.D., Associate Professor and Department Chair of Communication and Journalism Lipscomb University
Stephan A. Greyser, D.B.A., Richard, Richard P. Chapman Professor of Business Administration (Marketing/Communications), Emeritus, Harvard Business School

Elliot S. Schreiber, Ph.D., Clinical, Clinical Professor of Marketing and Executive Director of the Center for Corporate Reputation Management, Bennett S. LeBow College of Business, Drexel University


Part 4. Industries and Organizations

Business to Consumer

31. The Automotive Industry: A Race to the Future

Ray Day, Vice President, Communications, Ford Motor Company
Steve Harris, Senior Counselor, The McGinn Group, and past Vice President, Global Communications, General Motors

32. The Aviation Industry and Civil Aviation: Flying High for Business
Robert P. Mark, Chief Executive Officer, CommAvia, and Editor, Jetwhine.com
33. The Insurance Industry: Reputation Management in Good Hands
Robert P. Gorman, Principal, Robert E. Gorman Communication and Former Communication Consultant Allstate Insurance
James M. Dudas, Communications Consultant and Former Sr. Director, Allstate Insurance Company

34. The Hospitality Industry: Communicating with our Guests
John Wallis, Global Head, Marketing and Brand Strategy, Hyatt Hotels & Resorts
35. Sports Marketing: Champion Communicators

Amy D. Littleton, Vice President, KemperLesnik
Steven H. Lesnik, Founder, KemperLesnik

36. Effective Technology Communications: Innovation that Matters
Edward Barbini, Vice President of Externalof External Relations, IBM
Rob Flaherty, Senior Partner and President, Ketchum
37. The Entertainment Business: Lights, Cameras, Promotion
Rob Doughty, President, Rob Doughty Communications and past Vice President, Communications, Disney Resorts
38. Healthcare: Harmonizing the Healthcare Message
Richard T. Cole, Ph.D., Professor, Department of Advertising, Public Relations, and Retailing, Michigan State University and former Vice President, Communications, Blue Cross/Blue Shield
39. The Global Retail Restaurant Industry: Communications Strategies
Jonathan Blum, Senior Vice President, Chief Public Affairs Officer, Yum! Brands
40. The Retail Industry: Not Your Father’s Drugstore
Mike Polzin, Divisional Vice President, Corporate Communications, Walgreen Co.

Business to Business

41. The Pharmaceutical Industry: R&D to Rx
Elliot S. Schrieber, Ph.D., Clinical Professor of Marketing and Executive Director,
Center for Corporate Reputation Management, Bennett S. LeBow College of Business,
Drexel University, and former Vice President, Communications, Bayer
42. Consulting, Technology Services and Outsourcing: Getting a Second Opinion
Roxanne Taylor, Chief Marketing and Communications Officer, Accenture
43. The Financial and Banking Industry: Investing in Our Stakeholders
Anonymous
44. The Food and Beverage Industry: Catering to People’s Palates
Richard L. Nelson, Vice President, Corporate Communications, ACCO Brands Corporation
Marguerite Copel, Vice President, Corporate Communications, The Dean Foods Company
45. The Oil and Natural Gas Industry: Communicating in a Challenging Environment
Sam Falcona, former Vice President, Communications and Public Affairs, ConocoPhillips
46. Internal and External Communications in a Law Firm
Mark Bain, Global Director of Communications, Baker & McKenzie
47. Telecommunications: Connecting to and with Your Customers
Reid Walker, Vice President, Corporate Communications, T-Mobile

Part 5. Practical Skills and Knowledge

48. Changing Your Own Behavior to Enhance Behavioral Results
Kerry D. Tucker, Chief Executive Officer, Nuffer, Smith, Tucker, Inc.
Bill Trumpfheller, President, Nuffer, Smith, Tucker, Inc.
49. Creativity: Powering Integrated Marketing Communications Ideas
Marty Kohr, Faculty, Northwestern University Medill IMC, Director, Chicago 4A’s Institute of Advanced Advertising Studies, and former Advertising Practitioner, DDB, Y&R, Hal Riney and Leo Burnett
50. Writing for the Ear: The Challenge of Effective Speechwriting
Lee W. Huebner, Ph. D., Professor, George Washington University, and former Publisher and CEO, International Herald Tribune
51. Good Writing Is Good Thinking, and Good Thinking Is Good Writing
George Harmon, Professor Emeritus, Medill School of Journalism, Northwestern University
52. Storytelling: All Stories are True
Emma Caywood, MLIS, Storyteller and Storytelling Consultant
53. Branded Content Strategy: Meaningful Stakeholder Interaction
Sara E. Smith, MSIMC, Director of Business Intelligence, Room 214
Clarke L. Caywood, Ph.D., Professor and past Chair, Department of Integrated Marketing Communications, Medill School of Journalism, Media, Integrated Marketing Communications, Northwestern University
54. Immersive 3-D Virtual Worlds: Avatars at Work
Anders Gronstedt, Ph.D., Chief Executive Officer, The Gronstedt Group
55. Global Public Relations Networks: The Efficacy and Role of Membership Organizations in Public Relations
Gerard F. Corbett, APR, Fellow PRSA, Founder and Chief Executive Officer, Redphlag LLC, and Chairman and President of the Public Relations Society of America, 2012

Part 6. Conclusion

56. The Future of Public Relations and Integrated Marketing Communications
Clarke L. Caywood, Ph.D., Professor, Department of Integrated Marketing Communications, Medill School of Journalism, Media, Integrated Marketing Communications, Northwestern University

Appendix

More data on the growth of PR

The international public relations (PR) consultancy sector grew bigger and stronger in 2010 and is expected to grow again in 2011, according to the latest World Report from the International Communications Consultancy Organization (ICCO). Digital and social media services are playing an increasingly important role as PR gains share against other marketing disciplines, though staffing remains a challenge. The consultancy industry saw moderate or double-digit growth in 2010 in a majority of the 24 countries surveyed.
The world’s two largest markets for public relations – the US and the UK – both rebounded from a five percent decline in fee income in 2009 to record a double-digit recovery in 2010. US consultancies posted an average 11% increase in overall fee revenue, while the UK saw a 13% increase. Both also saw improvements to profitability, the UK by an average of 30%.
Western European countries saw more modest growth or nearly unchanged conditions (from -1% to +3.5%), though the Nordics and Central and Eastern European countries fared better, with average growth ranging from 5% to 12% for the year. Brazil and Russia pushed ahead with 23% and 17% increases in revenues respectively, supported by strong economic expansion in their countries. Australia grew by approximately 10%, fuelled by the increasing internationalization of public relations activities. "International PR Sector in Good Health with Double Digit Growth in 2010." Web log post.Pria.com.au. Public Relations Institute of Australia, 30 May 2011. Web. 30 May 2011. .

Table of Contents of Second Edition of The Handbook of Strategic Public Relations and Integrated Communications.

The Handbook of Stakeholder Public Relations & Integrated Communications and Marketing, Clarke L. Caywood, Ph.D. editor
McGraw-Hill, New York, Second Edition, 2011-2012

DRAFT Table of Contents
Acknowledgments
Clarke Caywood, Ph.D. Professor, Northwestern University

Preface – The Importance of Public Relations
Al Golin, Chairman and founder, Golin/Harris

Introduction to Stakeholder Public Relations and Integrated Communications and Marketing

1. Introduction to Stakeholder Public Relations & Integrated Communications and Marketing
a. Clarke L. Caywood, Ph.D. Professor, Northwestern University

2. Communications Research Methods I – Social Science Approaches
a. Anders Gronstedt, Ph.D. Chief Executive Officer, The Gronstedt Group
b. Clarke L. Caywood, Ph.D. Professor, Northwestern University

3. Communications Research Methods II - Web-based Approaches
a. Clarke L. Caywood, Ph.D. Professor, Northwestern University

4. Public Relations and Communications Law
a. Karla Gower, Ph.D., Professor, Department of Advertising and Public Relations, Director the Plank Center for Leadership in Public Relations, The University of Alabama.

5. Public Relations History and the White House
a. Scott Cutlip, Professor Emeritus, University of Georgia (deceased)
b. Brent Baker, Rear Admiral, Ret. Dean Emeritus. The School of Communications, Boston University

6. Ethics and Corporate Responsibility – China Tobacco Industry
a. Cornelius Pratt, Ph.D., Professor, Department of Strategic Communication, Temple University

Stakeholder Communications

7. The Stakeholder Concept and Mapping - Redefining Communications
a. Clarke L. Caywood, Ph.D. Professor, Northwestern University

8. Employee Relations - Key Stakeholder Communication
a. S. Keith Burton, President Insidedge

9. Consumers and Customers – Marketing’s Stakeholders
a. Geri Henderson, Ph.D. Associate Professor, School of Business, Rutgers University

10. Consumers and Third Parties - Marketing Public Relations
a. Pat Whalen, Ph.D., Consultant and Educator

11. Institutional and Individual Investors - Investor Relations
a. Nancy Hobor, Ph.D., Adjunct Professor, Northwestern University, past Vice President Communications and Investor Relations, Grainger, Inc.

12. Investment Bankers - Mergers & Acquisitions Communications
a. Joele Frank, Founder and Managing Partner, Joele Frank, Wilkinson Brimmer Katcher

13. Philanthropy - Community Charities and Corporate Giving
a. Jack Koten, Founding Director of Arthur W. Page Society, and Retired Senior Vice President of Corporate Communications, Ameritech

14. Taxpayers - Government Public Information
Brent Baker, Rear Admiral Ret., and past Dean, the College of Communications, Boston University

15. Broadcast Media Relations – New Broadcast/PR
a. Tim Larson, Ph.D., Professor, University of Utah – Salt Lake City
b. Craig Wirth, Adjunct Professor, University of Utah – Salt Lake City

16. Social Media - Communities and Advocates
a. Richard Edelman, CEO Edelman
b. Mark Haas, President, Edelman China
c. Phil Gnomes, Senior Vice President, Edelman Digital
d. Robert Holdheim, Managing Director, India Edelman
e. Steve Rubin, Executive Vice President Global Strategies and Insight, Edelman

17. Press and Global Media – Expanding Media Relations
a. Matt Gonring, Communications Consultant and past Chief Communication Officer

18. Non-Governmental Organizations (NGOs) - Running Not-for-Profits
a. Ray Boyer, Communication Consultant and President, Boyer Media
b. Governor Scott McCallum, CEO Aidmatrix Foundation

19. Industry Trade and Professional Associations – Washington Ambassadors
a. Dick Hanneman, President, Salt Institute 1986-2010

20. Agencies as Stakeholder - Partners
a. Ray Kotcher, Chief Executive Officer, Ketchum

21. Policy-Makers - Issues Management and Public Affairs
a. Jim Arnold, Chief Executive Officer Arnold Consulting Group
b. Ray Ewing- Professor Emeritus, Northwestern University, former Director, Allstate

22. Public Officials - How to Lobby
a. Jim Nelson, Chief Executive Officer, Public Affairs Consultant Nelsco, Inc.

23. Stockholders, the Board and Regulators - Governance
a. Ted McDougal, Senior Counselor Ketchum, Principle McDougal & Associates
b. Kurt Stocker, Director New York Stock Exchange Regulation, Inc.

24. Headhunters and Human Resources - Career Paths
a. Jean Cardwell, President, Cardwell Enterprises, Inc.
b. Dana Rubin, Communications Consultant

25. The CEO - Key Stakeholder Spokesperson
a. John Graham, Chairman, Fleishman-Hillard

26. Every Stakeholder - Crisis Prevention and Communications
a. Hud Englehart, Chief Marketing Officer, Rasmussen Reports, Adjunct Professor Northwestern University

Current Issues in Public Relations

27. Sustainability for Business – A New Global Challenge
a. Charlene Lake, Senior Vice President Public Affairs and Chief Sustainability Officer, AT&T
b. Tony Calandro, Senior Vice President & Partner, VOX Global

28. Environmental Challenges - Going Beyond Greenwashing
a. Susan Croce Kelly, President, Kirkpatrick International, Inc.

29. The Digital Revolution - Transforming User Experiences
a. Kevin A. Clark, President and Founder, Content Evolution LLC

30. Reputation Management - Corporate, Not Product Branding
a. Craig Carroll, Ph.D., Associate Professor, Lipscomb University
b. Stephan Greyser, Professor Emeritus, Harvard School of Business
c. Elliot Schreiber, Ph.D. Adjunct Professor, School of Business Drexel University

Business to Consumer Industries and Organizations

31. Automotive Industry - Race to the Future
a. Steve Harris, Senior Counselor, The McGinn Group and past Vice President - Global Communications, General Motors
b. Ray Day, Vice President Communications, Ford Motor Company

32. Aviation Industry and Civil Aviation - Flying for Business and Travellers
a. Rob Mark, Chief Executive Officer CommAvia and editor Jetwhine.com

33. Insurance - In Good Hands
a. Robert Gorman, Communication Consultant and past Executive Communications Leader Allstate Insurance
b. Jim Dudas, Environmental and Business Consultant

34. Hospitality Industry - We Know Our Guests
a. John Wallis, Global Head - Marketing and Brand Strategy, Hyatt

35. Sports Marketing & PR - Champion Communicators
a. Steve Lesnik, Co-Founder and Chairman, KemperSports and KemperLesnik
b. Amy Littleton, Vice President Public Relations, KemperLesnik

36. Technology and Computer Industry – Constant Innovation
a. Edward Barbini, Vice President External Relations, IBM

37. The Entertainment Industry - Disney and More
a. Rob Doughty, Communications consultant, Past Vice President Communications Disney Resorts

38. Health Care Industry – Benefits and Costs
a. Richard Cole, Ph.D. Professor and Chair Department of Advertising and PR, Michigan State University

39. Restaurant Industry – Global Stories
a. Jonathan Blum, Senior Vice President, Chief Public Affairs Officer, YUM! Brands

40. Retail Leadership - The Great American “Drugstore”
a. Mike Polzin, Divisional Vice President Corporate Communications, Walgreens, Co.

41. Telecommunications - The Unbelievable Cell Phone
a. Reid Walker, Vice President Corporate Communications T-Mobile

Business to Business

42. Pharmaceutical Industry - R&D to Rx
a. Elliot Schreiber, Ph.D. Clinical Professor of Marketing, Executive Director of the Center for Corporate Reputation Management, Bennett S. LeBow College of Business, Drexel University

43. Consulting Industry - Professional Services
a. Roxanne Taylor, Chief Marketing & Communications Officer, Accenture
b. Jayme Silverstone, Senior Director, Marketing & Communications, Accenture, Contributing author

44. Financial & Banking Industry - High Risk Brand Trust
a. Anonymous Author

45. Food & Beverage Industry – Choices and Safety
a. Marguerite Copel, Vice President, Corporate Communications and Public Affairs, President, Dean Foods Foundation
b. Rich Nelson, Vice President Corporate Communications, ACCO Brands

46. Oil & Energy Industry - High Profile
a. Sam Falcona, Vice President Communications & Public Affairs, Retired, ConocoPhillips

47. The Law – Professional Services Communications
a. Mark Bain, Global Director of Communications, Baker & McKenzie

Public Relations Practice Skills and Strategies

48. Behavioral Strategies - Patterns of Communications
a. Bill Trumpfeller, President Nuffer, Smith, Tucker Public Relations
b. Kerry Tucker, CEO Nuffer, Smith, Tucker Public Relations

49. Creativity - Powering Integrated Marketing Communications Ideas
a. Marty Kohr, Director of Chicago Institute of Advanced Advertising Studies, American Association of Advertising Agencies, Adjunct Professor, Northwestern University

50. Speechwriting - Writing for the Ear
a. Lee Huebner, Ph.D., Professor, George Washington University, former Publisher The International Herald Tribune

51. Writing for all the Media - Clearly
a. George Harmon, Professor Emeritus Northwestern University, Communications Consultant

52. Storytelling – All Stories are True
a. Emma Caywood, Storyteller, Playwright & Drama Teacher Numerator Management.com

53. News, Fake News and Owned Content – New Field for PR and Journalism
a. Sara Smith, Messaging and content strategy consultant
b. Clarke L. Caywood, Ph.D. Northwestern University

54. Virtual Meet-ups & Training – Welcome to Secondlife
a. Anders Gronstedt, Ph.D. Chief Executive Officer, The Gronstedt Group

55. Global PR Networks - Becoming a Public Relations Professional
a. Gerry Corbett, Chief Executive Officer, Founder Red Pflagg, Chairman and President of the Public Relations Society of America, - 2012

Conclusion

56. The Future of PR
a. Clarke L. Caywood, Ph.D. Professor, Northwestern University

Appendix
Author biographies
Author photos

PR will far outstrip Advertising and Promotions in job market according to Feds

The reknowned Bureau of Labor Statistics (BLS) reports in an updated study from 2009 to late 2010 that public relations (PR) will far outstrip "advertising/ promotions" in creating new managerial jobs. In fact, advertising-promotions management will decline -1.7 percent and fail to even replace the positions openned due to retirement. PR will grow 12.9%. More entry level and tactical jobs as "PR specialists" will grow 24%. A number of PR related jobs in writing will also grow (tech writers 18.2%, writers and authors 14.8%). The report will remind some readers of a popular book nearly a decade ago: Ries and Ries The Fall of Advertising and the Rise of PR in 2002.

The good news for communication professionals in PR and journalism in the first two decades of the 21st century is the growth of PR according to the Bureau of Labor Statistics. It may be surprising that even branding does not give advertising the lift some expected while corporate branding (reputation) and marketing PR for products and services branding will grow.

The negative 1.7%. means that growth in advertising and promotions management is projected to be zero from 2008 to 2018 and even jobs that exist will not be filled 100%. However, to put this BLS employment category of advertising, marketing, promotions, PR and sales management in perspective, the employment size of sales management will continue to be 6-7x that of PR and marketing management will be 3X that of PR. PR will continue to be 27% greater number of jobs than advertising and promotions and increase to 45% more by 2018. (T. Alan Lacey and Benjamin Wright Occupational Employment Projections to 2018)

For young professionals this does not mean that some of the skills and knowledge of advertising is dead but that the institution of advertising may be in decline. The same can be said for journalism. Some of the institutions of journalism may be dying but the values and skills of journalism may not be dead. In fact, the allignment of PR and journalism has long been a professional track for journalists using their gifted writing and communication skills. More on this in a future blog. At the Medill School I have offered and am planning classes to address this gap in employment and thinking. My graduate and undergraduate classes include topics in PR and marketing to cross train advetising students and journalism students. Also, remember that despite the lack of general opportunities in some fields there is always room for talented and well-educated and trained professionals in any field.
http://www.medill.northwestern.edu/faculty/imcfulltime.aspx?id=128377
http://www.amazon.com/Fall-Advertising-Rise-PR/dp/0060081988/denominatorbo-20

What is News, Fake News and Owned Content? How do you teach it? Any ideas?

In 2009 I wrote this tweet regarding my work on "content delivery". In 2011 I prepared this new draft of a syllbus to implement more content classes in Medill IMC. From 2009 Tweet: "If we don't have news organizations, we need other organizations that provide valued news." http://bit.ly/f4UAaJ
DRAFT April 2011 Northwestern University
The Medill School
Integrated Marketing Communications

IMC New Course Number
Fall 2011, Winter Spring 2012
News, Fake News and Branded Communications:
Theory and Practice
(A Proposed Cross-over Course for the Medill School 2011-2012
to include Journalism, Media and IMC Graduate Students)

Professor’s Name
(email address)
(Phone number)
(Office hours)
(Office location)

I. WELCOME AND REVIEW OF COURSE DESCRIPTION
This course will first explore the extremely rapidly changing trends in a new eco-system of news and owned content. We will look at the delivery of news, deliberately “fake-news”, news-like branded content and transparent branded content to build needed content creation and delivery programs in agencies, companies, government and NGOs.

We will examine how content can be researched, planned, delivered and evaluated for a contribution to the publics’, media and employees’ understanding of products, services, organizational and social issues.

II. GOAL
Students will be able to create a fundable strategic proposal to create a program which produces new and reusable content for corporations, agencies, government and NGOs.

III. OBJECTIVES
You will be able to analyze the separate values and convergence of institutional values between journalism and corporate and NGO branding to derive your own beliefs about the future value systems of information content and delivery.

You will be able to understand the reader, listener and viewer experience with used and reused content and be able to determine what “news” is for the audience.

You will be able to evaluate the social and economic value of the effects of third party content and self-produced and owned content on the reputation and brand impact of institutions with new content based metric tools and analysis.

Also note weekly goals and objectives.

IV. PROJECT DETAILS AND DESCRIPTION
The project will ask you to work with others “not in your field” (journalism with IMC, IMC with media, journalism with media) to prepare a proposal for a new content creation and delivery program in a corporation, NGO, agency or governmental organization. The proposal will follow well developed IMC and public relations research, planning, execution and evaluation processes. You will prepare the proposal for delivery to an organization.

V. COURSE DELIVERABLES
The primary course deliverables are the weekly assignments in written form from individuals and groups. See each week assignment for details. There is also the expectation of a detailed proposal for support of a content creation and delivery program. There is also a mid-term examination based on your reading of assigned work and your informed discussions in class.

VI. HOW THE COURSE WILL OPERATE
The course will meet one or two times per week in the Medill graduate IMC program. The course will be 10 weeks long with members of the class completing interactive small team and individual assignments. The class will be recorded for playback to help you understand issues you want to restudy. All lecture materials (depending on the topic) will be made available before or just after the end of a class. Reading preparation will be extremely helpful to your participation in the class and ability to contribute to advancing the class discussion.

VII. EXPECTATIONS – Our expectations are that you will be able to persuade a company, NGO or commercial agency or a granting government department that a new content creation and delivery program should be funded with your as the leader of the program. You will also have gained command of using newer content delivery channels so that you can teach others how to use the outlets for content sharing and reuse. Finally, you will have a sophisticated understanding of the threats and opportunities that will encourage or discourage the growth of public and private owned content systems.

VII. ACADEMIC HONESTY AND POLICY ISSUES
All students are expected to abide by the Northwestern University and Medill academic honesty policies, as well as the laws and ethical principles in force in both the United States and in any other country where your project may be based. Any violations of these policies, laws or principles will result in a failure for the course, and possible expulsion from the IMC program. If you have questions or papers to present on issues related to disabilities please present them to the faculty member for a direct response. Please also always try to anticipate (except in the case of emergencies, death or serious health issues any missed assignments or class. Your best course of action is to let the faculty member know in advance if possible of any missed assignments, classes or work.

VIII. GRADES
One credit unit will be awarded for successful completion of the course:

1. Weekly individual or group assignment from class discussion and interaction 5 points x 9 weeks 45 points
2. Positive Peer review participation and contribution 5 points*
3. Final proposal to organizations of a content development, use and reuse 35 points
4. Midterm examination on content areas of knowledge 15 points
Total 100 points

*Peer evaluations will be given strong consideration by faculty in the determination of grades. Mid-quarter evaluations, including input from students, will be conducted the 5th week. Mid-quarter evaluations will be used in the determination of final grades.

WHAT ARE THE GRADE LETTERS?

A = 93-100 percent, AB 88-92 percent, B 83-87, BC 78-82
C 70-77, D 60-69, F <60weekly Schedule, Goals, Issues, Readings and Assignments

Week 1. What is content: The good, the bad and the ugly?

Week Goal:
Understand and begin to discuss trends in the research, planning, creation and , measurement of information, edutainment, infotainment, news, fake news, owner created content, public relations, earned press, transparent information and other examples of branded content excluding paid media (advertising, direct marketing).

Issues to Explore:
• What are the names of content providers in NGOs, government, business? Public relations, public information, public affairs, media relations, stakeholder relations?
• What skill sets do organizations demand for more traditional and contemporary content creators and providers?
• What role has PR played in providing content?
• Where does PR provide significant content (healthcare, military, disaster)

Selected Readings: What is second decade 21st century content?
• Content: Selected Essays on Technology, Creativity, Copyright, and the Future of the Future by Cory Doctorow (Sep 15, 2008)•
• Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (New Rules Social Media Series) by Ann Handley, C.C. Chapman and David Meerman Scott (Dec 7, 2010)
• Clout: The Art and Science of Influential Web Content (Voices That Matter) [Paperback] Colleen Jones
• Medill on Content, Chapter by Collinger and Gordon, forthcoming.

Weekly Assignment:
Review of course syllabus, expectations, goals, assignments, grading and outcomes.
Begin to Tweet on the class Twitter site about your readings and content gathering on the subjects each week. The Twitter site is MedillContent and the password is ContentMedill

Week 2 What is journalism and how has it been the key, credible content provider in Western and developed nations?

Week Goal:
What contribution to the research, planning, production of news and features as content have news organizations made?

Issues to Explore:
• What has happened to the traditional news industry including print and broadcast?
• What gaps have been created through the decline in the industry?
• What are the creative responses of the news industry to economic challenges?
• What are the professional contributions of journalism, independent journalism, public relations and marketing to building a new discipline of content planning, production and evaluation?
• What are news organizations, independent new providers, agencies, companies and consultants providing through new channels with new messages?
• What knowledge, skills and experience are agencies and companies requesting to create and build content programs?
• What is “news” for new content providers and recipients?

Selected Readings:
•Elements of Journalism: What Newspeople Should Know and The Public Should Expect Research based books:
•Death and Life of American Journalism: The Media Revolution that Will Begin the World Again by Robert W. McChesney and John Nichols (2010),
Can Journalism Be Saved? Rediscovering America's Appetite for News Rachel Mersey (2010Journalism

Weekly Assignment:
What is your conclusion? Is journalism, dead or dying? What are the implications to business, NGOs, owned content from your prediction? Tweet on the class Twitter site about your readings and content gathering on the subjects each week


Week 3 What Values and Rules Shape Content Production and Delivery?

Weekly Goal:
From this course content students will be able to understand and bridge similar and disparate institutional values between journalism and corporations, government and NGOs to develop and write their own beliefs about the future of content delivery and reuse.

Issues to Explore:
• Read to understand, discuss and apply the rules and values of content production of the news and broadcasting profession. (SPJ, NAB)
• Read to understand, discuss and apply the rules and values of content production of public relations profession. (PRSA and AW Page Society)

Selected Readings: Codes that Shape Content
How Leaders Create a Culture of Candor (J-B Warren Bennis Series) by Warren Bennis, Daniel Goleman, James O'Toole and Patricia Ward Biederman (2008).
Code of Society of Professional Journalists: http://www.spj.org/ethicscode.asp
Code of National Association of Broadcasters: http://en.allexperts.com/q/TV-Industry-2497/NAB-Code-Ethics.htm
Code of Public Relations Society of America: http://www.prsa.org/AboutPRSA/Ethics/
A.W. Page Society Code on Internet Content: http://www.awpagesociety.com/site/about/pr_coalition_endorses •
Corporate Advocacy: An Application of Speech Communication Perspectives and Skills--And More. Heath, Robert L.
Chapter by Rear Admiral Brent Baker on PR in Government – Issues Caywood forthcoming.
Chapter on Media by Matt Gonring in Caywood, forthcoming
Chapter on Broadcasting by Larson and Wirth in Caywood, forthcoming

Weekly Assignment:
Work on a combined code for owned content delivery systems.
Tweet on the class Twitter site about your readings and content gathering on the subjects each week


Week 4: What Communications Theories Shape Content?

Weekly Goal:
In preparation of persuading an organization, company, NGO or agency that they would benefit from new content management, creation and delivery program (with you in charge) we will study the arguments that may persuade them to understand why content can be profitable.

Issues to Explore:
• Read to understand, discuss and apply business theories related to communications practice and the ownership of content?
• What are the risks of “owned content” systems?
• What are best practices examples?
• What are some of the fraudulent examples of owned content?

Selected Readings: Practical Theories of Content Creation and Delivery
Trust as an Actionable Theory: http://www.awpagesociety.com/site/resources/awp_trust_report/
http://www.awpagesociety.com/site/resources/restoring_trust_in_business
http://www.edelman.com/trust/2011/
Transparency as an Actionable Theory: http://www.awpagesociety.com/awp_blog/comments/transparency_accountability_and_trust/
Saving Journalism: Can Journalism Be Saved? Rediscovering America's Appetite for News Rachel Mersey (2010)
Other Theories:
Theories of PR and Communications: Chapter by Caywood and Mersey from Caywood forthcoming.

Weekly Assignment:
Pick a theory or combination of theories to help develop your proposal for a new content delivery program in an organization. Explain why the theory helps your proposal.

Week 5 How do you advise an organization to build a new content delivery program?

Weekly Goal:
Identify, understand and apply an IMC planning model to be used for proposing the creation of a content delivery program in an organization.

Issues to Explore:
• What are the professional contributions of journalism, independent journalism, public relations and marketing to building a new discipline of content planning, production and evaluation?
• What are news organizations, independent new providers, agencies, companies and consultants providing through new channels with new messages?
• What knowledge, skills and experience are agencies and companies requesting to create and build content programs?

Selected Reading: Content Planning Job Description from Leo Burnet, Chicago for Content Strategist
Current Job Listings (various) for content analysts, strategists, providers.

Week Activity:
Based on preliminary readings and lecture, write a 3 page preliminary plan outline to create a content proposal for a specific corporation, NGO or agency. Tweet on the class Twitter site about your readings and content gathering on the subjects each week


Week 6 Metrics for Content

Weekly Goal:
Students will be able to evaluate the social and economic value of the effects of third party content and self-produced content on the reputation and brand of institutions using new metric tools and analyses.

Issues to Explore:
• How does the content proposal plan measure the success or failure of the recommendations?
• What existing high cost and even lower cost systems exist to measure the popularity, approval, use and reuse of content?
• What are the dozens of metrics that measure content?
• How can software like Biz360, WiseWindows, Google Analytics, Radian6 and content analysis programs help measure the impact of content?

Week Activity:
“Test drive” commercial custom software on existing content sites and preliminary content ideas for your final report. Tweet on the class Twitter site about your readings and content gathering on the subjects each week

Selected Readings:
Research Chapter by Gronstedt and Caywood forthcoming,
Subscription websites for commercial content software.
http://academic.csuohio.edu/kneuendorf/content/ Web site of the Content Analysis Guidebook Online provides some CATA software for free download, list of archives...
en.wikipedia.org/wiki/Content analysis
Katie Paine: consulting services to measure social media and traditional public relations. Click Here to See All of Katie's Latest Speeches! Click Here to Invite Katie Delahaye Paine to ...www.kdpaine.com

Week 7 Being able to use content horror stories and legal issues

Weekly Goal:
Students will be able to judge the impact of new trends on content use, reuse, access, design and delivery.

Issues to Explore:
• Mobile use domination on the web,
• Decline of pay-tv and cable subscriptions on edutainment and infotainment content, New registries and BBC control of media content,
• Geometric growth of content technology and use of content management systems software (CMS).

Weekly Assignment:
Tweet on the class Twitter site about your readings and content gathering on the subjects each week

Week 8 Global opportunities for Content Delivery

Weekly Goal:
Examine and test more advanced selected channels used by global businesses, NGOs and universities

Issues to Explore:
• Creative use of web-based technology to deliver content.
• Search for newer accepted content delivery vehicles
• Think about what’s next?
• What will survive?

Selected Readings/Sources:
CG Costello - Contemporary Sociology: A Journal of Reviews, 2010 - csx.sagepub.com
There is a burgeoning interest in the development and growth of virtual communities in social networking sites, the blogosphere, and interest group websites
Teaching and learning in Second Life: Using the Community of Inquiry (CoI) model to support online instruction with graduate students in instructional technology ML Burgess, JR Slate, A Rojas-LeBouef… - The Internet and Higher Education 2010 - Elsevier
Second Life: Join our weekly meetings in Second Life every Thursday from noon-1:00 PM Eastern at Gronstedt Group's "Train for Success” gronstedtgroup.com/f_about.htm?s_about_train_for_sucess.htm~sectionFrame

Weekly Assignment:
Read about and be trained to use Second Life and #Twitter for content delivery.

Week 9 Launch week for your content on the web

Weekly Goal:
Simulate a meeting with content on Second Life, #Twitter or other medium for practice.

Weekly Assignment:
Test your content delivery system. Tweet on the class Twitter site about your readings and content gathering on the subjects each week

Week 10 Presentation of your content proposal

Weekly Theory:
Apply your theory to your proposal to gain acceptance of your ideas.

Weekly Assignment:
Present to a panel of experts on campus and possibly on the weekly Train for Success Second Life meeting at 11 a.m. CST. Tweet on the class Twitter site about your readings and content gathering on the subjects each week